For Yeojin, Fashion has always been about her creative process for the empowerment for women to enjoy the confidence of beautiful clothes.
Her awards and celebrity endorsements are abundant and include Sarah Jessica Parker, Jennifer Lopez, Rihanna and Rose Byrne to name a few.
Her launch collection (2006) won her the prestigious Designer Award at the Melbourne Fashion Festival. She was awarded the LMFF Designer Award presented by Tiffany and Co for young designers (2007). This was swiftly followed by a nomination for the Prix de Marie Claire Designer of the Year Award (2009).
Twelve years on and Yeojin has established a cult following for her stylish, structured silhouette in luxurious fabrications that allow the wearer to move from day to night. Her pieces are statements in feminine elegance, creating beauty and joy and are selected for an event or to mark a special moment in a women’s life.
Yeojin works freely outside the typical fashion seasons, manufacturing locally and focusing on quality workmanship.
Her process enables her to respect the noble traditions of design, drawing by hand and working on toile then to cardboard patterns, getting personal with how the garment drapes and feels on the body.
Back to her earliest memories as a child in Korea her “happy place” was hand sketching ideas and drawing inspiration from nature, her family and her surroundings.
Her design journey has taken her far and wide, from being based in NYC with Marc Jacobs to back in Australia with Saba, Marcs and Charlie Brown. Her self-titled collections have sold in Barneys (US), Browns (UK) and Myer (AU). Her ambassadorships include Mercedes Benz, Laurent Perrier, Smith Hotel and as an Australian goodwill ambassador to Korea.
Yeojin’s design integrity rests on an unwavering commitment to her craft. Her collections remain an authentic reflection of how she sees female elegance.